JEWELLERY AS SELF-EXPRESSION: THE LOST IN LIMBO CAMPAIGN FOR ALL WE ARE
As a creative agency, our team was commissioned by the avant-garde jewellery brand All We Are to produce and pitch a compelling campaign idea and accompanying film that would celebrate their unique audience and ethos. The objective was to promote their Autumn/Winter 2022 collection, enhance consumer engagement, and pay homage to the brand's ethos of empowering "fashion-forward rule-breakers who deny definition and refuse to conform."
Drawing inspiration from the critically acclaimed film "Lost in Translation" by Sofia Coppola, we embarked on a creative journey to deconstruct the film's elements and infuse them into our own visual narrative. Our concept, "Nostalgic Arcadia," explores the duality of two worlds – one with jewellery and one without – symbolising the profound impact that adornment can have on self-expression and personal empowerment.
The film follows a protagonist who, upon donning All We Are’s jewellery, experiences a transformative reconnection with their inner child, igniting a sense of adolescent joy and authenticity that transcends societal judgments. Through a vibrant and evocative visual language, we captured the essence of childhood connections, innocence, and the confidence that comes from embracing one's truest self.
In keeping with All We Are's target audience of "fashion-forward rule-breakers," our costume and prop design embodied a bold, edgy, and empowering aesthetic. We skilfully integrated vibrant neon colours and the pulsating energy of the city, reminiscent of the iconic Tokyo scenes from "Lost in Translation," creating a captivating and immersive visual experience.
Throughout the film, we ensured that the jewellery remained the true "hero" of the visual story, showcasing its ability to elevate self-expression and challenge societal norms. The final product, titled "Lost in Limbo," was a seamless fusion of artistic expression, brand storytelling, and a celebration of individuality – perfectly encapsulating All We Are's ethos of self-acceptance and the "rebellion of happiness."
This project not only showcased our team's ability to translate abstract concepts into compelling visual narratives but also demonstrated our expertise in brand strategy, audience insights, and the art of storytelling through film. By seamlessly blending elements from a celebrated cinematic work with the brand's unique identity, we created a truly immersive and empowering campaign that resonated with All We Are's target audience.